Once the epitome of health and beauty, a golden tan is now under the spotlight for numerous reasons. As awareness of UV radiation's damaging effects grows, the sunscreen business has soared, becoming an indispensable part of our daily beauty routines. 

Let's dive into why tanning naturally is no longer in vogue and how the tanning industry has become the latest darling of skincare.

As summer sheds its rays over the Northern Hemisphere, so does our desire for golden hues. There's nothing inherently wrong with coveting bronzed skin; still, tanning and its cultural significance are intriguing reflections of shifting social values, class dynamics, and racial attitudes. Despite the glorification of tanned skin among white people, people of color (POC) with naturally darker skin tones have faced and continue to face discrimination and prejudice.

Before the 20th century, fair skin was prized among European aristocracy and the upper classes. Pale skin was a status symbol, indicating that one did not have to labor outdoors. The melanin-rich epidermis was associated with manual labor and lower socioeconomic status. A shift in began in the early 20th century, several factors contributed to this change, one of them being Coco Chanel.  

The "Coco factor" is well documented, and she is often credited with popularizing the tan in the 1920s. Allegedly, after returning from a Mediterranean cruise, she helped redefine “the tan” as a symbol of glamour and leisure rather than labor.

By the mid-20th century, a tan had become a desirable aesthetic. The tanning industry burgeoned, with products like oils, lotions, and tanning beds. Today, the sunscreen market has exploded, with brands like the much-hyped Vacation Inc. and the Danish brand Rudolph Care offering a dazzling array of products with SPF (sun protection factor), including lotions, creams and fake tan sprays.

As the business boosts, yet again, we are challenged with the act to find balance, and I can't help but wonder.

"How interesting if we spent as much time worrying about tans as we do about the climate and its effects on the Earth's rising temperature?"

Whether you fake a tan or bask in the sun's rays this summer, remember to select your sun potions wisely. As Andrea Rudolph of Rudolph Care pointed out at an event dinner, "When the stuff in the bottle is gone, where do you think its end of life is? In us and nature."

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